Professional Documents
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MGT176 - Marlboro Distribution System
MGT176 - Marlboro Distribution System
MGT176 - Marlboro Distribution System
TANHAEI, ERFAN
Submitted to:
July / 2019
EXECUTIVE SUMMARY
World ‘s best-selling cigarette brand (300 bill. units sold in 180 countries) world ‘s most
profitable non-durable consumer good flagship brand of Philip Morris, the world ‘s
2011, net value: 20 bill. $) most recognized and appealling brand image of the 20th
century.
Brand was founded by Philip Morris in 1924 initially meant for women. Over the period
of time, it has been repositioned as a masculine brand in 1950 which helped the brand
in increasing its sales. Marlboro distributes its cigarettes through its common
distribution channel which has a wide and deep reach in the markets and is a key
strength of the company. It sells its products in more than 180 around the world via the
Marlboro
Marlboro is the largest selling brand of cigarettes in the world. It is made by Philip Morris
USA (a branch of Altria) within the US, and by Philip Morris International outside the US.
The brand is named after Great Marlborough Street, the location of its original London
factory. Richmond, Virginia is now the location of the largest Marlboro cigarette
manufacturing plant.
Philip Morris launched the Marlboro brand in 1924 as a woman’s cigarette, based on the
slogan “Mild As May”. In the 1920s, advertising for the cigarette was primarily based
around how lady like the cigarette was. To this end, the filter had a printed red band
around it to hide lipstick stains, calling it “Beauty Tips to Keep the Paper from Your Lips”.
It faced trouble in the 1930s and attempted to rejuvenate itself with a clever advertising
gimmick, changing the ivory tip to red in order not to smear ladies' lipstick.
The brand was sold in this capacity until World War II when the brand faltered and was
temporarily removed from the market. At the end of the war, three brands emerged that
hold on the cigarette market: Camel, Lucy Strike, and Chesterfield. These brands were
supplied to US soldiers during the war, creating an instant market upon their return.
After scientists published a major study linking smoking to lung cancer in the 1950s, Philip
Morris repositioned Marlboro as a men’s cigarette in order to fit a market niche of men
who were concerned about lung cancer, but not wanting to admit it. At the time, filtered
cigarettes were considered safer than unfiltered cigarettes, but had been until that time
only marketed to women. Men at the time indicated that while they would consider
switching to a filtered cigarette, they were concerned about being seen smoking a
Marlboro Blend 29
Marlboro Wides
Marlboro Reds
Marlboro Full Flavored cigarettes, or Marlboro Reds as they are commonly known
because of the red crest on the white pack, are the original Marlboro cigarette and still
the most recognizable. They are available in king size (the standard cigarette size) and
Marlboro Medium cigarettes were created to form a middle ground between Marlboro
Reds and Marlboro Lights. They have the same signature Marlboro tobacco blend but
with slightly less tar and nicotine than the Reds. They are marketed in a white pack with
a smaller red Marlboro crest than Reds. They are available in king size and 100s.
Marlboro Lights
Marlboro Lights feature the same tobacco blend as Marlboro Reds but with less
concentration of tar and nicotine. Marlboro Lights come in a white pack with a gold
Marlboro Ultra-Light
Just like the Light cigarette, it features the same blend of tobacco as the Full Flavored
Marlboros but with even less tar and nicotine. Ultra-Lights come in a white pack with a
silver Marlboro crest. Ultra-Lights are available in king size and 100s.
Marlboro Menthol
Marlboro also markets cigarettes flavored with menthol. These are marketed in white
packs with green detailing and are available in Full Flavored and Light variations.
Marlboro Smooth
Marlboro also markets a second brand of nicotine cigarette with a different flavor blend.
They are marketed in a pack with a blue Marlboro crest. Full Flavor king size cigarettes
DISTRIBUTION SYSTEM
A proper distribution system is very important for every company because now a days
the customer wants full service without any pain.Marlboro has a deep penetration in the
market due to its availibilty and it has provided them a advantage in the market. I have
also seen in the market the happy faces of customers and retailers of marlboro because
1. Easy availability
2. Satisfied customers
3. Competitive advantage
5. Saves time
1. Organisation (C&FA's)
2. Distributor
3. Retailer
4. Customer
Organization
DISTRIBUTOR
CUSTOMER
Channel Structure:
MARLBORO CIGARETTES
Manufacturing unit
Warehouses
Distributors
Dealer
Retailer
Customer
2. The Marlboro Distribution Network
Intensive Distribution
Intensive Distribution for marlboro. This is the ideal strategy for the market leader as
narrower margins for the retails hence, increases the ultimate margin for
the manufacturer.
The marlboro distribution network for biscuits has essentially four levels as enlisted
below:
Retailers
indirectly. A two hundred strong dedicated field force services these wholesalers
and retailers. Additionally, there are 31 depots and Carry and Forward agents
Trade schemes: . company raises the margins by 2%, also schemes like good
company.
Glow boards: the company puts up glow boards at the retailer and pays the
Schedule of the salesmen: they provide the retails with this schedule so the
buy back the equipment at a reasonable price when the value of the equipment
has depreciated.
These are the Beat Plan, the Cumulative Performance plan and Target versus
Achievement Plan.
Beat plan: this plan is generated for the various product categories. A
weekly schedule is prepared for various markets and the retailers the
turnover for each of the product is calculated for the wholesale dealers.
compared and therefore the gaps are identified which help in evaluating the
wholesalers and the distributors and planning for the next year as well. This
MARLBORO.
on lease to the retailers, when the company wanted the stuff back; the
Stocking issues: The company doesnt want the retailers to stock the
1.45%
PEST Framework for the cigarette industry
Bargaining power of suppliers – Low (Paper, Tobacco used for cigarette manufacturing
Threat From substitutes - High (Availability of substitutes like bidis, snus etc.)